Member Since: 8/19/2013
Posts: 14,581
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Interview with the director of What Now
Quote:
Doug: The video has a spooky edge to it that might be unexpected for a love song like this, Rihanna even mentions this in the BTS video. What was the narrative of this video based on and how did those elements find their way in?
The concept did initially incorporate more of a narrative though, and some exteriors in Thailand. But once we really got into it with Rih and Ciarra, we started to realize how personal this song is for her. Things just sort of naturally evolved into this sparse, creepy, horror film inspired internalization of her emotional turmoil and struggle relating to love. Stripping it back allowed it to really speak to that pain and discomfort, without a bunch of distractions. Sometimes it’s about stripping away vs throwing everything in. Restraint.
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Quote:
Doug: Did you guys have a choreographer for this project, or did the dance elements in the video all come from Rihanna?
Jeff: Having not worked with Rih before, we thought we’d need one. Typically you do, you know? But she’s amazing and didn’t want (or need) one. Everything you see came from her, along with our direction of course. We asked that she think about it like she’s possessed – she has this thing inside her that is controlling her, battling her, trying to get out. She took that and honestly blew us away on set. Some of what didn’t make it into the video is pretty amazing – these contortions that don’t seem possible, and erratic movements that look as if we pulled frames. But it was all in camera. After each take we’d sit with her and watch playback in amazement. It was pretty incredible.
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http://rihannadaily.com/2013/11/18/j...ow-by-rihanna/
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Happy Birthday to the album that should have been a re-release of Loud with WFL, WHYB and DOL as singles. 
No really, that's great, I love when she uses her artistry into her music, videos, and I want her to be more involved from now. The video is just great.
It's like 2007 it's all over us again, like she just had Umbrella. 
